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Mike Lieberman, CEO and Chief Revenue ScientistThu, Jul 13, 2017 4 min read

How Sales Enablement Can Reduce Sales Team Turnover

{}Inbound marketing is a completely different way of doing business. Before, sales teams would be responsible for tracking down leads that they could turn into paying customers. This was usually done with cold calling. However, this way no longer works.

The internet has changed how people shop and it’s given the power to the customer. Customers are the ones who decide which companies they want to buy from.

This is where inbound marketing comes in. With inbound, your marketers pull in leads rather than hunt them down. This means your sales reps can now spend their time engaged with people who are interested in your company. Inbound also lends itself to a shorter buying cycle because your team is nurturing those quality leads.

With inbound marketing, your marketers change the way they interact with consumers. However, your sales people need to adapt to the new way customers buy as well.

Sales enablement can help. It can increase efficiencies and maximize performance in your sales team. Without it, your business runs the risk of inefficient, ineffective processes. You risk having old-school reps selling to today’s savvy buyers. You also run the risk of high sales team turnover.  

What Is Sales Enablement?

Sales enablement is the process of improving your sales department by turning your old-school sellers into inbound sales people. You enable your reps by offering the right tools, processes, content, strategies, and knowledge they need to sell more effectively to today’s tech-savvy and informed customers.

Improving Sales and Marketing Alignment

Sales enablement is also the missing piece of the inbound marketing puzzle. It helps the sales and marketing departments work as a harmonious unit, so both teams can see better results. Sales and marketing alignment leads to faster revenue growth and a higher ROI.

Alignment doesn’t sound all that complicated, but in actuality it can be. Most often, sales and marketing teams have different agendas and different ways of pursuing those agendas, which can put some strain on interdepartmental teamwork.

Introducing inbound marketing to your company, however, makes it imperative that these two teams now work together, as they’re more closely related now than ever. When you implement a sales enablement program, these two departments can learn to work more closely together, collaborate, and share information.

How Does It Reduce Sales Team Turnover?

Sales enablement is necessary in today’s business world, in part because it can reduce sales team turnover.

Your sales reps will no doubt get discouraged if they continue to fail when using old-school selling techniques on today’s consumers. Strategies like cold calling, aggression, or forcefulness don’t work. Your reps won’t close deals. They won’t meet their quotas. And they’ll likely consider looking for work elsewhere due to this lack of morale and poor performance.

Sales managers may also let go of old-school reps who become less and less effective at selling due to their outdated sales strategies and mindsets.

In addition, reps might get overwhelmed by all of the changes inbound marketing brings to the department. They might want to leave your employ because of this.

Sales enablement can help them adapt, help them improve their processes, and help them gain the new skills and knowledge they need to succeed in the digital age. It can also help them get on board with inbound marketing and see the benefits of collaborating with the marketing team.

All of this, in turn, can reduce sales team turnover.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.